Yellow Pages Reach Out

Arnold Makes Listings Indispensable
BOSTON–The Bell Atlantic Yellow Pages is your friend. That is the message of a multimedia campaign from Arnold Communications here for the paper-based business directories.
Spending on this campaign, which will run throughout Bell Atlantic’s territory from Maine to Virginia, was not disclosed. Outdoor executions broke last week in 11 major markets, including New York, Washington, D.C. and Philadelphia.
The new work, three 30-second TV spots, four 60-second radio spots and multiple outdoor boards, playfully remind consumers to use the Bell Atlantic Yellow Pages.
TV commercials directed by Ted Demme show consumers responding to changing messages on a bus sign, a bus shelter and a billboard. Actor James Earl Jones, spokesperson for various Bell Atlantic units, reminds viewers that “Some days [the Bell Atlantic Yellow Pages] is all the help you need.” “Life. Listed Alphabetically,” the positioning line introduced by Arnold last year appears as the spots end.
“This was a great opportunity for us to use the previous outdoor campaign to focus on the effectiveness of the personal interaction consumers experience with our everyday products,” said Paula Katkin, Bell’s director of marketing communications. Bell Atlantic spent $22 million to promote its Yellow Pages directories in 1998.

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